How Much Is Davido's Puma Deal Worth? What We Know
Puma has never disclosed what it pays Davido. Here is what the 2021 deal covers, what it has produced, and why the $10 million claim has no source.
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Quick answer Nobody outside Davido's camp and Puma knows. Puma announced Davido as a global brand ambassador on 17 December 2021 under a "long-term agreement", but neither side has ever disclosed the value. The $5.5 million and $10 million figures shared online have no named source, no document and no confirmation from Puma or Davido.
Davido's Puma deal is one of the most searched money questions about him in Nigeria. The short version: the partnership is real and well documented. The price tag is not.
Below is what Puma itself said, what the deal has produced so far, and where the big numbers you see on blogs actually come from.
How much is Puma paying Davido?
The amount has never been made public. Puma's official announcement describes a long-term agreement and lists what Davido will promote, but it contains no fee, no contract length and no financial terms.
This is normal. Sportswear brands almost never publish what they pay ambassadors, and Puma is a listed company that reports its marketing spending as one large total, not artist by artist. Some Nigerian outlets reported at the time that the deal was "rumoured" to run into millions of dollars, but they also said the exact figure was not disclosed.
When did Davido sign with Puma?
Puma announced the deal on 17 December 2021, from its headquarters in Herzogenaurach, Germany. Davido shared the news with his followers on Instagram the same week.
- Role: global brand ambassador
- Regions named: sub-Saharan Africa, North America and worldwide
- Length: "long-term", with no number of years given
- Products named: Puma Sportstyle collections, including the T7 tracksuit, plus basketball and football styles
In the announcement, Davido said he grew up seeing Puma sponsor African football federations, and Puma framed the signing as a commitment to Africa as a key market.
What has the Davido Puma deal produced?
The partnership has been active, with runway shows, a collection and a shoe. Here is the timeline that can be checked.
| Date | What happened |
|---|---|
| 17 December 2021 | Puma announces Davido as global brand ambassador |
| 13 September 2022 | Davido walks Puma's runway at New York Fashion Week, alongside Usain Bolt and Winnie Harlow |
| Late 2022 | A planned collection launch is put on hold after the death of his son, Ifeanyi |
| 27 March 2023 | Davido unveils the first Puma x Davido collection on Instagram |
| 7 April 2023 | "We Rise by Lifting Others" collection goes on sale worldwide, with store events in New York and London |
| October 2024 | Davido shows off his own Puma shoe in New York |
The 2023 collection used the green and white of the Nigerian flag. Davido said the motto came from his father's charity work.
Is Davido's Puma deal worth $10 million?
There is no evidence for it. The $10 million figure appears on blogs and social media posts, usually with a story about a "new deal" in 2024, but none of them cite Puma, Davido's management, a contract or a named reporter with access to one.
Here is how the common claims hold up:
| Claim you see online | What we found |
|---|---|
| Deal is worth $10 million | No source. Puma has not announced any new contract or value. |
| First deal was worth $5.5 million | No source. Puma's 2021 release has no money figures. |
| Davido signed in 2020 | Wrong. Puma's own announcement is dated December 2021. |
| Puma paid Wizkid $1 million a year, he asked for $10 million and Puma turned to Davido | No source for the money or the story. Wizkid did work with Puma: he was named the face of the Puma x JD Sports Suede Classics campaign in October 2020. Nothing public links that campaign to Davido's deal. |
The honest position: Davido is clearly well paid by Puma, because global ambassador deals are not small and the brand has given him his own collection and shoe. But any exact number you read is a guess.
Davido and Wizkid's Puma deals compared
Both stars have worked with Puma, but the public facts are very different in size.
- Wizkid (October 2020): named ambassador for the relaunch of Puma Suede Classics, sold through JD Sports in Europe. No fee disclosed.
- Davido (December 2021): named global brand ambassador on a long-term deal covering Africa, North America and the world, with his own collection in 2023. No fee disclosed.
So the real comparison is about scope, not money. Davido's announcement is wider in reach, but no one can honestly say who was paid more.
How much does Davido earn from endorsements?
There is no verified total. Davido has deals and partnerships beyond Puma, and estimates of his yearly earnings appear in Nigerian business media, but they are estimates built on assumptions, not on disclosed contracts. Treat any single figure for "Davido's endorsement income" as rough.
Frequently asked questions
How much did Puma pay Davido?
It has not been disclosed. Puma announced a long-term deal in December 2021 with no financial terms, and Davido has not shared a figure.
Is Davido still a Puma ambassador?
As of the latest public activity we found, yes. He released a Puma collection in April 2023 and showed his own Puma shoe in New York in October 2024.
Did Puma sign Davido because of Wizkid?
There is no evidence of that. Wizkid fronted a Puma x JD Sports campaign in 2020, and Davido signed his own global deal in 2021. The stories linking the two are fan talk.
When did Davido sign with Puma?
Puma announced the deal on 17 December 2021 from its headquarters in Germany.
What is the name of Davido's Puma collection?
The first collection was called "We Rise by Lifting Others". It went on sale worldwide on 7 April 2023.
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